Ten years of transparency: David Trubridge on being first with an EPD

In 2015, David Trubridge designer lighting became the first Australasian organisation to have an Environmental Product Declaration (EPD) published by EPD Australasia. At a time when EPDs were virtually unknown in Australia and New Zealand, the business chose to invest in independently verified environmental information – not as a marketing exercise, but as a way to hold itself accountable.

Eleven years on, and after updating their EPD twice, we spoke with the David Trubridge team about what motivated them to take that step, what they learned from the process, and why they believe verified environmental transparency should become the norm rather than the exception.

From sustainability claims to verified data

What motivated you to pursue an EPD in 2015, when they were still relatively unknown in Australasia?

Respect for the environment has always been core to how we work – not as a marketing layer, but because we see ourselves as one part of nature, not separate from or above it.

An EPD was a way to put a number and a verified, third-party stamp on something we’d been saying for years about our materials and processes, rather than just asserting it. We had previously made some limited attempts to pursue this data through Enviromark using an LCA on one of our lights, but we wanted to go further.

We’d struggled to find a green certification that we felt aligned with us and told the whole story, good or bad. An EPD and third-party verification seemed like the best way to communicate what went into our products. If the data had come back less flattering than we hoped, that would have been useful too. It wasn’t just a marketing exercise; importantly, it was an accountability exercise.

What surprised you most about the LCA and data collection process?

What was interesting – and difficult – was finding out what went into seemingly basic materials. Sometimes there were more components than expected, and other times, suppliers wouldn’t share the exact quantities or ingredients of their products because that information was part of their own intellectual property. It made data collection challenging and illustrated the complexity of the materials used in our modern world.

Ten years of transparency

Looking back a decade later, has having an EPD delivered the benefits you expected?

The main benefit has been being able to back up what we say with something independently checked, rather than asking people to simply take our word for it. That matters more to us than any measurable sales lift.

Open and honest communication is one of our core principles, and third-party verification has explicitly been part of how we’ve defined that for years. The EPD was also useful for our B Corp application in 2023.

How has the EPD been used by customers, architects and designers?

It’s very hard to evaluate. We don’t know how many architects or designers specified our products because of the EPD, or how many would have specified it anyway. One example that stands out was when Google and Gensler Architects in the USA asked for details on our Snowflake light for use in their Living Building Challenge project in 2019.

Anecdotally, we also hear that many architects don’t necessarily look at the EPD in detail – sometimes they simply need to know that one exists. But that doesn’t mean the EPD isn’t important. Specifiers understand that an EPD represents a rigorous, credible process for measuring and verifying a product’s environmental impacts. In that sense, sometimes simply having an EPD ticks the box and provides the assurance that a product has been assessed properly, rather than relying on a manufacturer’s own environmental claims.

Has the EPD influenced product design or manufacturing decisions?

Environmental thinking has always shaped our design decisions, and the EPD process has helped us better understand and quantify our products’ environmental impacts. The information has informed our thinking about materials, manufacturing, and how we design for lower impacts.

The Seed System kitset approach is one of the clearest examples. We designed it for flat-pack freight from the outset, rather than shipping assembled pieces. Bamboo, our primary material, was also a deliberate material choice – a secondary product from renewable, food-source forests.

Over the years, our EPD work has continued to inform efforts to reduce our manufacturing footprint and choose more sustainable materials and processes wherever possible.

EPDs as part of a broader sustainability strategy

Where does the EPD fit within your broader sustainability approach?

The EPD sits within a much wider set of commitments rather than standing alone. We aim to reduce our carbon emissions year on year and would only ever consider offsetting as a last resort, and temporarily. The EPD is the verified, quantitative piece that sits alongside those commitments. It’s how we check our own assumptions rather than simply repeat them.

In addition to our EPD, we also hold B Corp Certification, NZ Made licensing and donate from every product sold to organisations including the Maraetōtara Tree Trust, Sustainable Coastlines and Pure Salt.

Why is verified environmental information so important?

Anyone can say they’re sustainable. We felt that if we were going to make that claim, we had an obligation to have it checked by someone other than ourselves.

That’s a principle for us, not a marketing tactic. Our communication guidelines say plainly that third-party verification of products is a necessary part of how we talk about what we do.

The future of environmental transparency and EPDs

How has the role of EPDs changed over the past decade?

EPDs have certainly become better understood and, to some degree, more expected across the industry. Regional differences exist too; in the EU, for example, environmental information and transparency are widely expected. It is still rarer in Australasia, however, for a company of our size to have an EPD.

What might make it difficult for more lighting, furniture and other manufacturers to develop an EPD?

Cost and complexity relative to company size are probably the biggest barriers. An LCA and EPD represent a real investment of time and money, and for many smaller, design-led manufacturers, that can be difficult to justify against more immediate priorities.

There’s probably also a lack of understanding about where to start, or an assumption that EPDs are only relevant at a much larger commercial scale.

What role do you think EPDs will play in the future?

We’d like to see environmental transparency become an expectation rather than a point of difference – that’s really the trajectory we’d like to see. Demand is growing, and we don’t believe verified transparency should be treated as a competitive advantage to guard; instead, we’d rather see the whole industry catch up than stay ahead of others who aren’t doing it.

For EPDs to play that role effectively, environmental accreditations must remain free of corporate influence. Otherwise, they risk becoming meaningless. To genuinely prevent greenwashing, our view is that EPDs ultimately need to become mandatory.

What would you say to a manufacturer thinking about developing an EPD?

Don’t just do it for the marketing story. Do it because you want to know the answer – even if it’s not the one you’re hoping for. Telling the whole story, whether it’s good or bad, is only possible if you’re willing to measure it properly first. If you’re only interested in an EPD because it looks good, it probably won’t hold up to the scrutiny of actually publishing verified numbers.

Also, be prepared to spend time collecting and processing data. It can be difficult to get accurate information from some suppliers, but that’s part of understanding a product’s real environmental impact.

About David Trubridge Lighting

David Trubridge is a New Zealand-based lighting design company internationally recognised for its distinctive kitset lighting. Founded by designer and environmental advocate David Trubridge, the company is known for its sculptural designs and strong commitment to environmental responsibility. In 2015, it became the first Australasian organisation to publish an Environmental Product Declaration with EPD Australasia, demonstrating an early commitment to independently verified environmental transparency.

Further information

• David Trubridge website
• EPD for David Trubridge Kitset Pendant Light Fittings
• EPD Australasia reduces fees to support SMEs
• Organisations interested in developing an EPD are encouraged to get in touch with the EPD Australasia team or book a meeting to discuss your requirements.